Agency: Abbott Mead Vickers BBDO | Authors: Drusilla Gabbott, Sarah King and Tara MacLeod |
Lil-lets: How a small investment safeguarded the future of a brand
INTRODUCTION
The subject of this case-study is the advertising for Lil-lets tampons since January 1988. At the end of 1987 the brand was in slow but long-term share decline. This prompted a change in agency and in advertising strategy, and it is the effect of the new strategy which is outlined in this case study.
This case-study shows the campaign was successful in gaining unprecedented levels of trial for the brand in a market...